Jayesh Ravindranath, Executive Director, Triton, has disclosed that the agency has been formally appointed as the strategic and creative agency for the Exide Auto brand. A keenly fought pitch saw incumbent Rediffusion, Leo Burnett, Triton and a few others battle it out for a brand now synonymous with automobile batteries.
Said Ravindranath, “A few months ago, thanks to the initiative of Rana Barua, our VP, New Business Development, we contacted Exide. Fortunately, they were in the process of reviewing their marketing communication work and decided to call for a pitch to enhance their hold on the Indian battery market. A multi-pronged, multi-contact programme will soon be rolled out for Exide.”
Barua indicated that the brief from Exide was to “not only ensure a higher level of mind share and equity, but also increase the market share in a market dominated by Exide, but getting increasingly cluttered with local and national brands”.
Paban Kumar Kataky, President, Exide, said over the phone this morning, “Triton came up with some unique and hard-hitting strategic ideas which were also well developed creatively. Their ideas, which will be implemented soon and released shortly, not only reaffirm our position as the No. 1 brand by consumers’ choice, but also gave strong reasons for consumers to always use Exide. We look forward to a great working relationship with Triton.”
“For us at Triton this is not only another feather in our cap but proof that we have the calibre and capability to deliver effective brand ideas that enhance our clients’ brand value in the market,” said Munawar Syed, Director, Triton.